Consumer Orientation — The Market Challenger Strategy

Lang Chin Ying, Chee Cheok Keen

Abstract


This study investigates petrol consumption behavior. Petrol is a technically complex product, but to the consumer, it is an uncomplicated, easy to use, readily available and convenient product. The study reveals that convenience is the primary concern of most consumers in their selection of petrol stations and brands. However, there exist substantial market niches which can be exploited by smaller players in the market. Four clusters of consumers and their profiles are extracted and discussed. The authors go on to discuss the lacuna that exists in the present marketing environment by looking into consumer-oriented strategies that will give a market challenger the all important chance of expanding its market share.

 

ABSTRAK

Kajian ini memeriksa tingkahlaku penggunaan petrol. Petrol adalah keluaran yang sungguh rumit dari segi teknikal, tetapi bagi seorang pengguna ia adalah suatu keluaran yang tidak rumit, mudah digunakan clan mudah didapati. Kajian ini menunjukkan bahawa kemudahan adalah pertimbangan utama pengguna dalam pemilihan mereka terhadap jenis stesyen petrol dan jenama. Walaupun begitu, terdapat juga keratan pasaran (market niche) yang cukup besar untuk diekploitasikan oleh pemasar-pemasar kecil dalam pasaran. Empat kumpulan pengguna dan profil mereka telah diperolehi dan dibincangkan. Penulis terus membincangkan kekurangan yang masih wujud dalam alam sekitar pemasaran masa kini dengan memeriksa strategi-strategi yang berorientasikan pengguna yang dapat menolong seseorang pencabar untuk memperbesarkan peratusan pasarannya.


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